Lipton Teas and Infusions is relaunching its PG Tips brand, giving it a new look and blend. The revamped Original, Gold and Decaf SKUs will roll out across all retail channels in the UK over the coming weeks.
The re-launch is being supported with a multi-million-pound marketing campaign set to go live in the first half of 2024 – claimed to be the biggest ever media spend in the tea category.
Lipton Teas and Infusions has also invested £40m to upgrade PG Tips’ Trafford Park factory in Manchester to support the brand’s development.
The relaunch includes a new “premium tea blend” and a square tea bag shape, whilst the packaging has been designed to reflect the “premium nature of the product inside”.
The new blend and square tea bags are designed to meet consumers’ quick-brewing habits, with 85% of tea drinkers brewing their cuppa for less than one minute. PG Tips now offers a quicker infusion, delivering a “brighter, smoother, more consistent cup of tea which is full of flavour”.
The new packaging has no plastic outer wrap, meaning boxes are recyclable curbside. The new packs are also 33% more compact and have been designed for easier stacking in the cupboard at home and merchandising in-store.
The company stated that it will support its retail partners in enhancing shelf navigation within the tea category. This will be achieved through the execution of in-store shopper activations, including front-of-store pallets, gondola end displays, and barkers. Out-of-store entrance communications, as well as disruptive online communications, are also planned.
Liam McNamara, PG tips General Manager, UK and Ireland, said: “Tea is much loved but has been one of the most neglected categories, so it’s crucial that we restore one of Britain’s most cherished beverages to create value for everyone. We will do this by delivering the highest quality product and experience to our consumers, coupled with efficient service for our retail partners.”
He added: “The re-launch aims to rekindle Britain’s profound affection for tea by enhancing the black tea drinking experience and delivering a more refreshing and superior taste across our portfolio. We are confident that our reformulated blends, coupled with the introduction of the market’s only square tea bags, will provide consumers with PG tips’ most exceptional tea experience to date.”
NAM Implications:
- Lipton patently pressing all the consumer & trade buttons, big time!
- This should stir up both tea and coffee categories.
- Hopefully a reaction from coffee brands all add impact on the consumer.
- A space to be watched!
